Congratulations to 300 and 1 newborn baby
Daily Newspapers For the cR DDB agency, the relaunch of the BaZ isn't just a relaunch—it's a birth. Labor has begun.
Daily newspapers For the agency cR DDB, the relaunch of BaZ is not just a relaunch, but a birth. The labor pains have begun. "If only it were already September 4," reads a poster showing the belly of a heavily pregnant woman. The sigh in the form of a letter, which the expectant mother is obviously letting out, probably refers to the due date. But why is she sighing so publicly on posters, advertisements and in radio commercials? And why only in WG 31? She is not alone. Two other subjects show pregnant bellies whose owners are thinking about the 4th of September. While in a fourth picture, a male (beer) belly is given no chance on September 4th. The 4th of September seems to be an important date in north-western Switzerland.
The campaign draws attention to the new BaZ. "The relaunch is like a birth," says publishing director Daniel Sommer - "the concept has been changed, the paper has been redesigned, the editorial team has been reorganized and new editorial guidelines have been drawn up. This is no mere facelift." And because BaZ has something to celebrate, the Basel agency cR DDB has developed a multi-part campaign that consistently pursues the image of pregnancy and birth.
The resolution will now be published on September 4. "Enough waiting - the new BaZ is here", is written above the picture of a newborn. On the same day, the new BaZ, which is published in a large print run of 31,000,000 copies instead of the normal 125,000, will be placed in all letterboxes of WG 31 and distributed free of charge at all K kiosks in Switzerland. The paper will then be distributed free of charge from September 6 to 9 at Basel SBB, Liestal, Laufen, Sissach and Rheinfelden railroad stations and at Basel Badischer Bahnhof.
Successful films repurposed
Also on September 6, all non-subscribers will receive a mailing with order cards for a BaZ trial or annual subscription. Here, too, the image of the birth is used: the cards each show a baby's hand on a pink or light blue background. Depending on the subscription chosen, a wristband can be placed around the little hand on the corresponding card - similar to the name wristbands in hospitals.
In parallel to this marketing kick-off, BaZ is also launching a campaign with an obvious "Jö" effect: even the advertisements contain the message that BaZ wants to celebrate not only itself, but all September births in north-western Switzerland. "We also ask hospitals, midwives and parent-child centers to let us know about parents who are having a baby in September," says Sommer, himself the father of a son. If the parents agree, BaZ has the newborn photographed and then publishes the picture together with 31 other baby pictures as a two-page giant birth advertisement in BaZ. "There are around 300 births a month at WG 31," Sommer knows. At best, this will result in around ten double-page congratulatory announcements.
Interesting briefing "September 4 is a special moment for BaZ," says Daniel Sommer. Because with the relaunch, the paper wants to mingle with the population in a completely new way. But to attract new
To gain new readers, it needs to break through its old image. "According to the reader surveys, BaZ came across as a bit preachy. The emotional attachment to it is also relatively small. Many only have it because there is no alternative," says Sommer. Some have also turned away from it. During the campaign briefing, they therefore asked themselves "how we can make the media-rich region curious and surprise them in a pleasant way". They also want to appeal more to women and young people. "The target audience should also be broader in terms of education, as the proportion of well-educated readers in relation to the population has tended to be too high to date," says Sommer. (mk)
The date of birth is certain to be September 4: the (feminine?) BaZ obviously has the timing under control, but no new life will spring from the beer belly.
Markus Knöpfli
The campaign draws attention to the new BaZ. "The relaunch is like a birth," says publishing director Daniel Sommer - "the concept has been changed, the paper has been redesigned, the editorial team has been reorganized and new editorial guidelines have been drawn up. This is no mere facelift." And because BaZ has something to celebrate, the Basel agency cR DDB has developed a multi-part campaign that consistently pursues the image of pregnancy and birth.
The resolution will now be published on September 4. "Enough waiting - the new BaZ is here", is written above the picture of a newborn. On the same day, the new BaZ, which is published in a large print run of 31,000,000 copies instead of the normal 125,000, will be placed in all letterboxes of WG 31 and distributed free of charge at all K kiosks in Switzerland. The paper will then be distributed free of charge from September 6 to 9 at Basel SBB, Liestal, Laufen, Sissach and Rheinfelden railroad stations and at Basel Badischer Bahnhof.
Successful films repurposed
Also on September 6, all non-subscribers will receive a mailing with order cards for a BaZ trial or annual subscription. Here, too, the image of the birth is used: the cards each show a baby's hand on a pink or light blue background. Depending on the subscription chosen, a wristband can be placed around the little hand on the corresponding card - similar to the name wristbands in hospitals.
In parallel to this marketing kick-off, BaZ is also launching a campaign with an obvious "Jö" effect: even the advertisements contain the message that BaZ wants to celebrate not only itself, but all September births in north-western Switzerland. "We also ask hospitals, midwives and parent-child centers to let us know about parents who are having a baby in September," says Sommer, himself the father of a son. If the parents agree, BaZ has the newborn photographed and then publishes the picture together with 31 other baby pictures as a two-page giant birth advertisement in BaZ. "There are around 300 births a month at WG 31," Sommer knows. At best, this will result in around ten double-page congratulatory announcements.
Interesting briefing "September 4 is a special moment for BaZ," says Daniel Sommer. Because with the relaunch, the paper wants to mingle with the population in a completely new way. But to attract new
To gain new readers, it needs to break through its old image. "According to the reader surveys, BaZ came across as a bit preachy. The emotional attachment to it is also relatively small. Many only have it because there is no alternative," says Sommer. Some have also turned away from it. During the campaign briefing, they therefore asked themselves "how we can make the media-rich region curious and surprise them in a pleasant way". They also want to appeal more to women and young people. "The target audience should also be broader in terms of education, as the proportion of well-educated readers in relation to the population has tended to be too high to date," says Sommer. (mk)
The date of birth is certain to be September 4: the (feminine?) BaZ obviously has the timing under control, but no new life will spring from the beer belly.
Markus Knöpfli
